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Ulwimi olunye alwanelanga tu (one language is never enough) : the role of language in consumer responses to sales slogans in the South African setting
Thesis (MA)--Stellenbosch University, 2023.
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| Format: | Thesis |
| Language: | English |
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Stellenbosch : Stellenbosch University
2023
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| _version_ | 1867613771670749184 |
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| access_status_str | Open Access |
| author | Wright, Megan Anne |
| author2 | Bylund, Emanuel |
| author_browse | Bylund, Emanuel Wright, Megan Anne |
| author_facet | Bylund, Emanuel Wright, Megan Anne |
| author_sort | Wright, Megan Anne |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (MA)--Stellenbosch University, 2023. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/128408 |
| institution | Stellenbosch University (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:41:26.849Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/128408 Ulwimi olunye alwanelanga tu (one language is never enough) : the role of language in consumer responses to sales slogans in the South African setting Wright, Megan Anne Bylund, Emanuel Berghoff, Robyn Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of General Linguistics. Psycholinguistics -- South Africa Advertising -- Psychological aspects Code switching (Linguistics) Bilingualism -- South Africa UCTD Foreign language effect Thesis (MA)--Stellenbosch University, 2023. ENGLISH ABSTRACT: The present thesis investigated the potential effects of language on the evaluation and purchasing intentions of bilingual individuals in response to sales slogans. Specifically, the thesis asks what role language plays in the way first language (L1) isiXhosa – second language (L2) bilinguals respond to sales slogans. A total of 120 South African adult bilinguals with L1 isiXhosa and L2 English participated in the study. Participants were assigned randomly to an L1, L2, or code-switched (L1 & L2) condition and asked to evaluate products and specify their purchasing decision in response to sales slogan advertisements. The data from the product rating and purchasing decisions across the language conditions were then examined. The results of this study contradict past studies that found no relationship between language, product evaluation and purchasing behaviour in the South African setting. Results from the present study suggest the language condition has an effect on participants’ product evaluations in terms of appeal, exceptionality and likelihood to recommend the product to friends, as well as on participants’ purchasing decisions. Moreover, those in the code-switched condition gave the lowest scores for product evaluation and intention to purchase a product. This could be due to the unfamiliarity of code-switching in South African advertising between isiXhosa and English. Similar product evaluations and purchasing intentions across the first and second language conditions may be attributed to the regularity of exposure participants have to English, as well as their level of proficiency, and early acquisition of English. AFRIKAANSE OPSOMMING: Die huidige tesis het gekyk na die uitwerking van taal op die evaluering en aankoopvoornemens van tweetalige eerstetaal isiXhosa sprekers van tweedetaal Engels in reaksie op verkoopsslagspreuke. Die primêre navorsingsvraag is: “Watter rol speel taal in verbruikersreaksies op verkoopsslagspreuke wat gemik is op tweetalige eerstetaal isiXhosa- tweedetaal Engelssprekendes in die Suid-Afrikaanse omgewing?”. Hierdie navorsingstudie het die resultate ontleed wat verkry is van 120 tweetalige Suid-Afrikaanse deelnemers bo die ouderdom van 18. Hulle huistaal was isiXhosa, en hul tweede taal was Engels. Deelnemers is ewekansig toegewys en gevra om produkte te evalueer en hul aankoopbesluit te spesifiseer in reaksie op verkoopsslagspreukadvertensies in isiXhosa, Engels of 'n kodegeskakelde medium. Die data van die produkgradering en aankoopbesluite oor die taaltoestande heen is toe ondersoek. Die resultate van hierdie studie weerspreek vorige studies wat geen verband tussen taal, produkevaluering en aankoopgedrag gevind het nie. Resultate van die huidige studie dui daarop dat die taaltoestand 'n effek het op deelnemers se produkevaluasies in terme van appèl, uitsonderlikheid en waarskynlikheid om die produk by vriende aan te beveel, sowel as op deelnemers se aankoopbesluite. Boonop het diegene in die kode-geskakelde toestand die laagste tellings gegee vir produkevaluering en voorneme om 'n produk te koop. Dit kan wees as gevolg van die onbekendheid van kodewisseling in Suid-Afrikaanse advertensies tussen isiXhosa en Engels. Soortgelyke produk-evaluasies en aankoopvoornemens oor die eerste- en tweedetaaltoestande kan toegeskryf word aan die gereeldheid van blootstelling wat deelnemers aan Engels het, sowel as hul vlak van vaardigheid, en vroeë verwerwing van Engels. Masters 2023-03-07T10:38:37Z 2023-08-30T13:08:42Z 2023-03-07 2023-03-07T10:38:37Z 2023-08-31T09:18:38Z 2023-03-07T10:38:37Z 2023-08-31T09:18:38Z 2023-03 Thesis https://scholar.sun.ac.za/handle/10019.1/128408 en Stellenbosch University application/pdf ix, 116 pages : illustrations, includes annexures application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Psycholinguistics -- South Africa Advertising -- Psychological aspects Code switching (Linguistics) Bilingualism -- South Africa UCTD Foreign language effect Wright, Megan Anne Ulwimi olunye alwanelanga tu (one language is never enough) : the role of language in consumer responses to sales slogans in the South African setting |
| title | Ulwimi olunye alwanelanga tu (one language is never enough) : the role of language in consumer responses to sales slogans in the South African setting |
| title_full | Ulwimi olunye alwanelanga tu (one language is never enough) : the role of language in consumer responses to sales slogans in the South African setting |
| title_fullStr | Ulwimi olunye alwanelanga tu (one language is never enough) : the role of language in consumer responses to sales slogans in the South African setting |
| title_full_unstemmed | Ulwimi olunye alwanelanga tu (one language is never enough) : the role of language in consumer responses to sales slogans in the South African setting |
| title_short | Ulwimi olunye alwanelanga tu (one language is never enough) : the role of language in consumer responses to sales slogans in the South African setting |
| title_sort | ulwimi olunye alwanelanga tu one language is never enough the role of language in consumer responses to sales slogans in the south african setting |
| topic | Psycholinguistics -- South Africa Advertising -- Psychological aspects Code switching (Linguistics) Bilingualism -- South Africa UCTD Foreign language effect |
| url | https://scholar.sun.ac.za/handle/10019.1/128408 |
| work_keys_str_mv | AT wrightmegananne ulwimiolunyealwanelangatuonelanguageisneverenoughtheroleoflanguageinconsumerresponsestosalesslogansinthesouthafricansetting |